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2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.
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2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.

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2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION. ...

2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.
Speaker: Scott Dodson, COO, Bobber Interactive.
In just a year, Gamification has become the hottest and most engaging media strategy of the day, but are we just diving in and getting the most of Gamification or missing the mark? Can games change the way we engage film/TV audiences? US Gamification expert Scott Dodson shares some interesting insights into this new trend and provides some existing examples of good play!

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  • Lifelong GamerEngineering,Psychology & ArtChronic Entrepreneur Run my own business since 1994. Sold two of them.Raised $3 ½ mmAdvertising & Marketing Collectible card game that we launched free to play before anyone knew what that meantMMO RTSGamifying Finance @ Bobber Interactive MONTAGE!!!!
  • Highly motivating and successful, & a year ago I was excited!
  • Rewards not equal to happiness. Actually its satisfying work!
  • Ultimate Irony was watching Brian Reynolds & Jesse Schell @ DICE about the distinction between Social games and Gamification, and Bryan saying: "Gamification is where you use game elements to try to get people to do stuff they don't want to do. That's my working definition. Zynga is an entertainment company, and we try to create an experience that is fun and social, then get players to pay for it."
  • EducationTrainingFinanceFitness
  • Domain Experts and Asskickers on one side and Game Designers & Designer ?astronauts

2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION. 2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION. Presentation Transcript

  • Scott Dodson COO, Product OwnerBobber Interactive, Inc.
  • Me Me
  • Me Chronic Entrepreneur
  • Used a Game Layer/Layer of Abstraction Playful Perception Mind numbing jobs Dating Holding a conversation Sales – Cold Calling Raising Angel/VCMoney Game layers worked.
  • GamificationExamples of really good *gamification *Not to scale
  • Gamification is working:Bunchball, BigDoor,Badgeville 150mm users Views 2x Time 2x Virality 30% $ +50-250% But…
  • Still a Problem Gamification seen as Manipulation Extrinsic & Skinnerian/Behavioralist Spawn of Marketing Cookie Cutter Broken & “Gameable”
  • OMFG
  • Gartner Hype Cycle We are here
  • The Right Road…
  • To get to the Plateau ofProductivity…  Good Gamification is not about:  Extrinsic rewards  Manipulation  Outer “shell” of game: Points, Levels, Badges  It’s about creating Sustained Engagement
  • The Challenge Great games are hard enough:  Only 4% of games that go into production are profitable Add a “real world” activity and you multiply the difficulty of success
  • Design for sustainedengagement
  • “Playing a game is the voluntary attempt to overcomeunnecessary obstacles” – Bernard Suits Rules A Goal Voluntary Obstacles A Feedback System
  • Designing for SustainedEngagement  I. Establish a different user “contract”  A game is voluntary framework for the user experience  Obstacles desirable!
  • Eustress / Satisfying Work
  • Designing for SustainedEngagement  II. Design for flow; segment the experience Mihalyi Csikszentmihalyi Amy Jo Kim
  • “Domain Resonant”Implementation 1 2 + 66% more people than normal chose 3 the stairs over the escalator. =
  • “Domain Resonant”Implementation
  • Designing for SustainedEngagement  III. Embrace the Domain; know the Audience  Corollary: Build the right team
  • Two Types of Motivation Extrinsic Motivation – Behavior that is motivated by contingencies (rewards, punishments) that are separate from the enjoyment of the activity itself Intrinsic Motivation – The activity itself is its own reward because it is inherently satisfying. In particular, humans have specific intrinsic needs that motivate.
  • 3 Drivers of Intrinsic Motivation Scott Rigby - ImmersyveC COMPETENCE A AUTONOMY R RELATEDNESS• Feeling “good at” • Freedom and agency • You matter to others • ,they matter to you• Expanding capability Exercising volition • Meaningful connections• Learning • Choosing • Competitive, cooperative,• Mastery • Many opportunities for • Even removed: action characters in a book or movie, developers of an app.
  • Competence, Autonomy & Relatedness: most reliable predictors of engagement (PENS) Methodology: Personal Experience of Needs SatisfactionApproach uses statistical regression analysis to predict long-term engagement • Multiple longitudinal studies with 20,000+ subjects PENS predicts • Underlying psychological sustained engagement... causality vs. solely outcome metrics (e.g., “clicks” or “fun”) “Fun” does not. Competence, Autonomy, Relatedness Predictive power with p values <.01
  • Month 1 Month 12
  • PENS design: Competence Scaled challenges (flow) Clear & juicy feedback Level=expanded capabilities
  • PENS design: Autonomy Mechanics of Choice and Opportunity Open Environment - Playground Progression choices (focus, tree-structure) Sense of purpose/volition
  • PENS design: Relatedness You matter to them, they matter to you  Competitive cooperative Reciprocity awesome; synchronicity, meh Player to Player; P2NPCs; P2Dev; P2Brand “…Brave, bra Hey! It’s the ve Sir Hero of Robin…” Kvatch! I can’t believe it! Wow!”
  • Framework/Context Critical
  • Designing for SustainedEngagement  IV. Motivational Psychology Critical  Intrinsic needs satisfaction
  • Summary I. Establish “Game” as the user framework (voluntary) II. Design for Eustress & flow; segment the experience III. Game designer must embrace the domain IV. Focus on satisfying Intrinsic needs
  •  Gamification = engagementthrough intrinsic needssatisfaction  ARGS Geocaching Nike+ Stack Overflow Priceline GreatWolf Lodge / MagicQuest Slot Machines Playboy- Miss Social Disney/Oscars Starbucks
  • Thank You! /scottcdodson First Name at bobberinteractive.com @Gamebiz
  • Credits Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan) Jane McGonigal-Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg University Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the University of Chicago Amy Jo Kim- designer of social gaming systems, PHD University of Washington Wanda Meloni, M2 Research: http://slidesha.re/gg49nb Dr. Byron Reeves of the Department of Communication at Stanford & J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement David Edery Principal, Fuzbi co-author with Ethan Mollick of Changing the Game: How Video Games Are Transforming the Future of Business Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/ James Currier of Ooga Labs who also credits Clay Shirky and Bret Terrill David Helgason CEO of Unity Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast Keith Smith, CEO Big Door. Kyle Findlay & Kristy Alberts, tnsglobal.com My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.
  • More Domain Specificity
  • More from thefuntheory.com
  • Thanks again! /scottcdodson First Name at bobberinteractive.com @Gamebiz